sub·cul·ture
ˈsəbˌkəlCHər / noun
a : cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture.

“On Wednesdays, bourbon-cask aged Dubliner whiskey shots cost $5 and so do the hamburgers, a beef blend (normally $12) that’s served with lettuce, tomato and onions. Other top-shelf scotches and bourbons also are discounted on Wednesdays.”